Product details

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Subject category: Marketing
Authors: Yiming Tang (Macquarie International, Macquarie University)
Published in: 2002
Notes: To maximise their effectiveness, colour items should be printed in colour.

Abstract

Berri Limited, the largest fruit juice producer in Australia, has a very strong presence in the Asia Pacific region. Due to Asia''s financial crisis in 1997, and due to the more recent global economic downturn resulting from the September 11th terrorist attach against USA, Berri''s export sales in the region have been under tremendous pressure. David Cattell, International Manager of Berri Ltd''s export division, was considering the option of defending Berri''s Asia Pacific market position by entering the pure juice market in Taiwan. To ensure Berri''s successful penetration into Taiwan''s fresh juice market, David must select an appropriate international market entry strategy. He must also decide on the key marketing tactics, and properly manage any cross-cultural business issues that are associated with this proposed international market entry. This case contains colour exhibits.
Industry:
Other setting(s):
2001

About

Abstract

Berri Limited, the largest fruit juice producer in Australia, has a very strong presence in the Asia Pacific region. Due to Asia''s financial crisis in 1997, and due to the more recent global economic downturn resulting from the September 11th terrorist attach against USA, Berri''s export sales in the region have been under tremendous pressure. David Cattell, International Manager of Berri Ltd''s export division, was considering the option of defending Berri''s Asia Pacific market position by entering the pure juice market in Taiwan. To ensure Berri''s successful penetration into Taiwan''s fresh juice market, David must select an appropriate international market entry strategy. He must also decide on the key marketing tactics, and properly manage any cross-cultural business issues that are associated with this proposed international market entry. This case contains colour exhibits.

Settings

Industry:
Other setting(s):
2001

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